- Gurugram-based healthy snack brand Troovy raises ₹20 crore in a pre-Series A round led by Fireside Ventures to scale its quick commerce presence.
- Focused on clean-label, kid-friendly snacks, Troovy aims to tackle childhood nutrition gaps using natural ingredients like millets, dals, and nuts.
Gurugram-based healthy snack startup Troovy has secured ₹20 crore in a pre-Series A funding round led by Fireside Ventures. The fresh infusion of capital will be used to strengthen the brand’s footprint in quick commerce, a sector gaining popularity as more consumers turn to rapid delivery platforms for their everyday grocery needs.
Launched in 2021, Troovy is carving out a niche in the children’s food segment by offering nutritious alternatives to conventional packaged snacks. The company focuses on using natural, protein-rich ingredients like vegetables, dals, millets, and nuts, steering clear of artificial additives, sugars, and preservatives. Troovy’s emphasis on clean-label ingredients is aimed at addressing a growing concern among parents about the deteriorating quality of everyday food products.
The funding round also saw participation from Sharrp Ventures, Spring Marketing Capital, and Veltis Capital, further signaling investor confidence in the brand’s mission and market positioning.
"While developing our nutrition thesis, we identified children’s nutrition as a significant whitespace in the market. Unlike adults, who have access to various food formats to meet their daily nutritional needs, mothers often seek simple, everyday food options to support their children’s health. That’s where Troovy stood out," said Fireside Ventures’ Vice President Ankita Balotia.
"With passionate founders, products that perfectly balance taste and nutrition, and strong customer love, Troovy has emerged as a brand that genuinely connects with kids and parents alike."
The startup was co-founded by Aditya Mukherjee and Mansi Baranwal, who were driven by a shared concern over the nutritional gap in children’s diets.
“Nutrition deficiency in kids is increasing with the declining nutritional value of our soil, vegetables, and grains. Troovy aims to replace junk and chemicals in packaged food with clean nutrition, powered by the goodness of veggies, dals, millets, and nuts,” the founders noted.
According to data from Tracxn, Troovy had raised $1.88 million across five previous rounds and reached a valuation of ₹49.2 crore as of October 2024. The brand operates in a competitive landscape alongside players like Veeba, Masterchow, and Him Shakti, but differentiates itself by targeting an often-overlooked segment, children’s everyday snacking.
As Indian households increasingly seek healthier choices amid rising lifestyle-related health issues, brands like Troovy are well-positioned to tap into the evolving preferences of young parents.
With the latest funding and a strategic focus on high-frequency purchase channels like quick commerce, Troovy appears set to scale its operations while staying rooted in its health-first ethos.
Edited by Harshajit Sarmah
